Explore Minnesota Tourism

Media Buy Recap Fall FY20

Target Geography

General: Instate (25%) Outstate (75%) • WI, IA, ND, SD, Omaha, Winnipeg, CA • Des Moines, Omaha, Sioux Falls, MSP (DMA level)

Niche Campaign: National • 95% outside MN

• Bid strategy based on Spring/Summer performance

Target Audience

General: “Cultural Explorers” and “Spontaneous Adventurers”

Niche: People who have already found their “True North” and are willing to travel to experience it.

• Biking: Mountain biking, traveling + MN Affinity• Hiking: Hiking, outdoors, traveling + MN Affinity• Golf: Golfing, outdoors, traveling + MN Affinity

Budget

Total Budget: $845,000

• General Budget: $420,000

• X Games: $30,000

• Niche Campaign: $395,000

Campaign Timeline

Timeline: 7/1/19 – 10/31/19• Fall General: 9/1-10/31• X Games: 7/22-8/4Niche Campaign:• Golf: 7/8-9/30• Hiking: 7/25-10/31• Biking: 7/8-9/30

Campaign Overview

Media Breakdown62,500,000

Estimated Impressions

Budget Breakdown – General & Niche

by Channel

.GENERAL CAMPAIGN

Standard Display | Coegi3,517,176

Estimated Impressions

300x600

728x90

300x250

320x50

300x250 300x600

Initial Banners Retargeting Banners

Native Display | InPowered

InPowered: • Purchased on a cost per

engagement basis• Estimate 2.5MM impressions

Rich Media | Trion1,250,000

Estimated Impressions

Display Banners 320x50

In-Read Scroller Unit | Teads838,237

Estimated Impressions

Video & YouTube | Coegi750,000

Estimated Impressions

:15 & :30 Spots

Fall Spot:• Connecting with Nature• Anthem Video

300x250

Radio + Digital Banners | MPR 333,333

Estimated Impressions

MPR live on-air read:

“Support comes from Explore Minnesota where you can follow the fall colors and discover getaway ideas. Scenic drives, colorful hikes, and harvest festivals bring the season to life. Find

more ways to find your true north at explore Minnesota dot com.”

Coegi | Social – Facebook

Carousel AdLink Ads

1,943,000Estimated Impressions

Coegi | Social – Instagram

Cinemagraph Ad Video Ad

Carousel Ad

2,321,429Estimated Impressions

NICHE CAMPAIGN

Standard Display – Hiking | Coegi1,287,903

Estimated Impressions

Initial Ads Retargeting GIF

160x600 d300x600

asas300x250

320x50

728x90

Standard Display – Biking | Coegi1,276,377

Estimated Impressions

160x600 300x600

300x250

320x50

7728x90

Initial Ads Retargeting GIF

Standard Display – Golf| Coegi1,832,493

Estimated Impressions

Initial Ads Retargeting Ads

160x600 d300x600

asas300x250

320x50

728x90

In-Read Scroller Unit – Niches | Teads909,096

Estimated Impressions

Biking Golf

Hiking

Video – Niches | Coegi

Hiking

Biking Golf

1,250,002Estimated Impressions

Native Display | InPowered

InPowered:• Purchased on a cost per engagement basis• Estimate 18MM impressions

Make Your Vacation A Hole in One

Golfers have their pick of nearly 500 courses

Digital OOH- Golf| Topgolf750,000

Estimated Impressions

Out of Home • Digital OOH – Top Golf Locations across US

o Lobbies, Spectaculars, Posters, Digital Bays

Content Partnership – Biking | PinkBike

Partnership Includes: • Destination Article with photos on

Pinkbike.com homepage• 4-5 minute video within article on and on

Pinkbike.com homepage• Share article on Pinkbike Facebook,

Instagram, and Youtube channel• ROS Display on Pinkbike.com homepage

Content Partnership – Hiking | BackPacker

Partnership Includes:

• Written content, video, and photography to be published on Backpacker.com within the trips channel

• Support content with robust traffic driving tactics including email, social and digital will help enhance the experience of the bloggers trip to the Backpacker audience

Content Partnership – Golf | Golfweek

Partnership Includes:

Three article series promoted through:

• Mobile in-article units on Golfweek.com and targeted to golf enthusiasts across USA TODAY Sports’ sites

• Social extension on Golfweek’s accounts

• Golf Life e-newsletters (x2)

• Dedicated e-blasts to 150k opt-in subscribers (x2)

• High-Impact units across Golf.com network

• Golfweek Raters program

5,300,000Estimated Impressions

Social – Biking | Coegi

Link Ads

Carousel Ad

Video Ad

Instagram Story

4,295,711Estimated Impressions

Social – Hiking | Coegi

Link Ad

Video Ad

Carousel Ad

Instagram Story

7,072,428Estimated Impressions

Social – Golf| Coegi

Link Ads

Carousel Ad

Instagram Story

6,128,428Estimated Impressions

X GAMES CAMPAIGN

Standard Display | Coegi400,000

Estimated Impressions

300x600

320x50

728x90

160x600

300x250

300x600

320x50

160x600

728x90

300x250

Initial Banner Ads Retargeting Banner Ads

Facebook & Instagram | Coegi

Link Ad Carousel Ad

500,000Estimated Impressions

Video and Audio| Coegi681,818

Estimated Impressions

Video: • 0:15 and 0:30 spots

• Discovering New Passions• Free Falling • Trying New Things

Audio: • 0:30 spot

Discovering New Passions

Audio + Display | Pandora – X Games1,081,818

Estimated Impressions

Placements:

• 0:30 audio spot + Companion Banner

• Display Everywhere + Mobile Display

:30 EMT FALL RADIO

ANNCR: In Minnesota, you can take 10,000 different routes to adventure. One path leads you to bluff-country cycling and world-class hiking trails. Head in a different direction and explore modern art... on your way to a historic brewery. Navigate by boat to a lakeside restaurant... or cruise down river with friends on a paddle board.

No matter which route you take... from star-studded concerts to camping under the stars... you’re destined to Find Your True North. Only in Minnesota. Visit Explore Minnesota dot com.

DIVERSITY

Diversity| Display & Social

Display

300x600

320x50

728x90

160x600

300x250

Social

821,429Estimated Impressions

Diversity Email |Curve

E-Newsletter -Curve• 80,000 sends• 2 email deployments: September and October

BROADCAST

Broadcast – CTV & OTT

CTV

• Contextual targeting based on interests and lifestyle characteristics

• 700,000 impressions

OTT• Premium cable content on demand• 1,011,763 impressions

PARTNERSHIPS

MBA Radio & MBA TV

• :30 spots

Radio + Digital

• Baseline Program

• KCMP, The Current

In-Game Billboards

• Twins Sponsorship

Partnerships

APPENDIX

Social Targeting Audiences

General

Golf

MN Affinity Audiences

• Mall of America• Star Tribune• Vikings Buzztap• Pioneer Press• MSP Airport• Minnesota Wild• Minnesota Vikings• Minnesota Gophers • Minnesota Football • Minnesota Twins• Minnesota Lynx• Minnesota Timberwolves• MN United • Gopher Hockey• MSU Hockey • SCSU Hockey • UMD Hockey • St. Paul Saints • Bemidji State University • Macalester College • Minneapolis Institute of Art• Minnesota State University, Mankato • Minnesota State University, Moorehead• Lake Superior College• St. Cloud State University• University of Minnesota Duluth • University of MN• Winona State University

Must follow at least 3 of the following:

• Mountain Biking• #mountainbiking• #mtb• #biking

• @ridecannondale• @iamspecialized• @mbaction• @bikemag

• @mbrmagazine• @BicyclingMag• @SRAMmtb

MN & Biking

• @travelchannel• @outsidemagazine• @REI• @natgeotravel• @NatlParkService• @AmericanHiking

• @HikingLady• @dayhikingtrails• @modernhiker• @TRooseveltNPS• @WindCavesNPS• @HikingAndNature

• #hiking• #FindYourPark• #dayhikingtrails

MN & Hiking

AND ORMust follow at least 2 of the following:

Must tweet using at least 2 of the following:

MN & Hiking

MN & Biking

MN & Golf-OR Must tweet using at

least 1 of the following: Must follow at least 4 of the following:

MN & Golf• @bubbawatson• @jordanspieth• @themasters• @pgatourcanada• @rydercup• @theopen• @themichellewie• @pgachampionship• @webdotcomtour• @tomwatsonpga• @skysportsgolf

• @championstour• @espncaddie• @pgatourcanada• @rydercup• @love3d• @rydercupeurope• @rydercupusa• @usga• @bettinardigolf• @pingtour• @taylormadegolf

• @titleist• @bombtechgolf• @CallawayGolf• @cobragolf• @golfgalaxy• @bridgestonegolf• @odysseygolf• @clevelandgolf• @golfpridegrips• @truetempergolf• @visioputting

• @projectxgolf• @giantsridge• @dacotahridge• @MNGolfAssn• @PokegamaGC• @TCC_CLUB• @RoyalGolfClubMN• @InterlachenCC• @NorthStarPGT

• #golf• #firsttee• #hittingthelinks

AND

THANK YOU!